Changing Behaviors

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Changing Behaviors

• By Judiann McNulty

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What is one new behavior weve all adopted during
the past 10 to 15 years?
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Roles

• Cell phone vender

• Cell phone buyers

Please Achieve Motivate Adopt Learn
Facilitate Try out Teach Consider Decide
Sell Convince Inform Provide Raise awarness
Change Assess Seek Practice Assist
Compare Commit Promote Improve Reach out
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Roles

• As change agents

• Our target population

Please Achieve Motivate Adopt Learn
Facilitate Try out Teach Consider Decide
Sell Convince Inform Provide Raise awarness
Change Assess Seek Practice Assist
Compare Commit Promote Improve Reach out
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Diffusion

• Where were or are you in adopting use of a cell
  phone?

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Stages of Change

• Pre- Awareness
• Awareness
• Preparation
• Action
• Maintenance

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Perceived Benefits

• What do you see as the advantages of having a
  cell phone?

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What made it difficult for you to get/use a cell
phone?
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Some barriers solve themselveswith increased
demand

• No pre-pay cards for sale in my village
• Have to travel far to the city to buy the phone,
  accessories
• No where to get the phone repaired

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Theres no signal where we live.

• Some barriers are too big for the target
• group to overcome

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• No matter how attractive our IEC strategy for
  promoting benefits is, these people cant adopt
  the behavior

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What would the cell phone company do?
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Why do people adopt new behaviors?

• When the perceived benefits outweigh the
  perceived barriers
• When the perceived barriers are overcome or
  removed
• When motivating factors and social norms are in
  agreement with the behavior

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Sustainable behavior change
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On into the next generation
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Learning from our target group

• Did you vaccinate all your new chickens this
  year?
• What do you see as the advantages of vaccinating
  your chickens?
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• What do you see as the disadvantages or bad
  things that might happen if you vaccinate your
  chickens?
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• What makes it easier for you to vaccinate your
  new chickens?
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• What makes it difficult for you to vaccinate your
  new chickens?
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• Who (individuals or groups) approves or supports
  you in vaccinating your chickens?
• Who does not approve or support you in
  vaccinating your chickens?

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Resources

• Designing for Behavior Change training curriculum
  www.coregroup.org/sbc/
• BA manual and online tutorial  http//barrieranal
  ysis.fhi.net/
• BA Narrated Presentation  http//caregroupinfo
  .org/vids/bavid/player.html
• BA Tabulation Table (Excel)  www.caregroupinfo.or
  g/docs/BA_Tab_Table_Eng_9_30_10.xls
• BA Tabulation Instructions www.caregroupinfo.org/
  docs/BA_Analysis_Excel_Sheet_Tab_Sheet_Explanation
  _Sept_2010.doc
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